Product Launch - US: Campari's Wild Turkey Forgiven

By | 16 August 2013

Click through to view Camparis Wild Turkey Forgiven

Click through to view Campari's Wild Turkey Forgiven

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Campari's Wild Turkey Forgiven

Category - Spirits, Bourbon/rye whiskey blend, 45.5% abv

Available - From “late-Summer”, limited to 38,100 units

Location - US, nation-wide

Price - SRP of US$49.99 per bottle

Distribution - Campari USA

Campari-owned Wild Turkey has lined up the launch of a Bourbon/rye whiskey blend, which the company claims was created by mistake. Wild Turkey Forgiven comprises a mix of six-year-old Bourbon and four-year-old rye. 

In Campari's half-year results, released earlier this month, Wild Turkey posted a 3.3% year-on-year lift in sales, thanks primarily to double-digit growth in the US.

Show the press release

Not all mistakes are created equal – just ask the Wild Turkey Bourbon Distillery crew who unwittingly mingled very rare, high-proof Rye with perfectly-aged Bourbon. The result is Wild Turkey Forgiven, the first nationally-available, 91-proof, small-batch Bourbon and Rye whiskey that will mesmerize those lucky enough to snag a bottle before limited quantities run dry. Enjoyed neat or on the rocks, this masterful spirit fortuitously found its way into the whiskey line-up of the famed Kentucky distillery, and the story of Forgiven was born.

Despite its accidental beginnings, Wild Turkey Associate Master Distiller Eddie Russell quickly realized that he had an exceptional whiskey more than worthy of bringing to market, hence the name “Forgiven.” Made from 78 percent 6-year-old Bourbon and 22 percent 4-year-old Rye, the whiskey opens bold and finishes smooth, with tasting notes of creamy vanilla and oak, and a peppery, cinnamon finish.

“Wild Turkey is known for its uncompromised quality and taste in every Bourbon and Rye expression we make,” said Eddie Russell. “Much to the distillery team’s relief, Forgiven highlights the best of both worlds to create a one-of-a-kind taste that will appeal to both Bourbon and Rye aficionados. I was mad when I first discovered our crew’s mistake, but once I tasted it, all was Forgiven.”

Like all Wild Turkey Bourbons, Forgiven is born from a natural aging process using American oak barrels with the deepest number 4 or “alligator” char that is used to age every Wild Turkey Bourbon and Rye. Forgiven joins a growing product line-up that features flagship Wild Turkey Bourbon 81 and 101, Wild Turkey Rye, Rare Breed, Kentucky Spirit, American Honey and Russell’s Reserve.

“The Rye category is experiencing explosive growth right now, up 44 percent in the most recent Nielsen figures, with bartenders across the country populating their cocktail menus with this spicy spirit,” said Andrew Floor, Group Brand Director, Wild Turkey. “As both the Bourbon and Rye categories continue to witness broad expansion worldwide, Wild Turkey will maintain its commitment to creating high-quality products that have been the brand’s signature for more than 100 years, while exploring new and interesting whiskies that appeal to bartenders and consumers alike.”-

Wild Turkey Forgiven will be available in limited quantities nationwide in late summer 2013 with a suggested retail price of $49.99.

Original source: Company Release

Expert analysis

Global market review of non-Scotch whiskies (US and Bourbon, Irish, Canadian, Indian and Japanese)

The non-Scotch whisk(e)y market – chiefly comprising Irish, US, Canadian, Indian and Japanese whiskies – is one of the most dynamic areas of the global wines and spirits arena. Between 2001 and 2010, the non-Scotch whiskies boasted an impressive 6.9% compound annual growth rate (CAGR) to 209.6m nine-litre cases. This latest market research report from just-drinks/The IWSR provides 2010 actual volume consumption data, 2011 estimates, key market analysis for each whiskey origin plus exclusive interviews with the leading brands.

Sectors: Product launches, Spirits

Companies: Campari

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